Strategic Marketing and Recruitment Summary. THE UCLA EMPH Program in Healthcare. Department of Health Services

Transcription

1 Strategic Marketing and Recruitment Summary THE UCLA EMPH Program in Healthcare Department of Health Services Management and Policy An Executive-Style Master of Public Health Degree 5/2/2010

2 Contents Overview... 3 Marketing & Recruitment Strategy Summary Summary Summary APPENDIX P age

3 Overview The business of healthcare is a multi-trillion dollar industry, spanning international borders and growing faster than almost any other segment of the world economy. As the national economy struggles to recover from some of the worst unemployment statistics in decades, the healthcare field is frequently cited as one of the anticipated bright spots for potential employment growth. Healthcare spending, which already accounts for about onesixth of the nation s GDP, is expected to rise sharply in the coming years as the baby boom generation retires. The stresses of rapid growth are already evident in some sectors of the healthcare workforce, with the current acute shortage of nurses being a prime example. Moreover, the sheer growth and rate of innovation in the healthcare industry is driving the demand for a workforce with increasingly specialized skills, not only on the front lines of healthcare delivery, but also in the ancillary fields including biotechnology and pharmacology. The growth and diversification of the healthcare enterprise is also sparking a critical shortage of adequately trained individuals in business enterprise, management and leadership of healthcare organizations. The rapid changes in the organization and financing of healthcare are dramatically transforming the understanding and skill sets required of people who manage and lead these institutions. Executive training in healthcare management is no longer just an adjunct to a traditional business degree, but a comprehensive approach to understanding, and mastering, the dynamic industry that healthcare has become. At UCLA, the Executive Master of Public Health (EMPH) in Healthcare Management and Policy program has grown into one of the most far-reaching training and leadership programs of its kind. It offers a rigorous, fully-accredited competencybased curriculum that exceeds that of a full-time Masters degree program, in a bi-weekly weekend format that is designed to meet the needs and time constraints of working professionals. The EMPH Program provides and extraordinary environment in which students join with world-class faculty, an accomplished and extensive alumni network, and some of the most bold and innovative healthcare enterprises, both public and private, right outside UCLA s 3 Page

4 doorstep. Coupled with abundant opportunities for close collaboration across UCLA s other world-renowned professional schools, including the David Geffen School of Medicine and the Anderson School of Management, the EMPH Program offers the ability to craft a uniquely tailored educational and professional experience that is unrivaled anywhere else in the world. The UCLA Executive-Style Master of Public Health Program in Healthcare Management and Policy has been a part of the UCLA curriculum offerings for graduate programs since The program complements the full time Master of Public Health Program by offering a part-time option for working professionals. The program is uniquely designed for today's complex healthcare and competitive business environment, and offers a real life, comprehensive graduate business education tailored to the needs of healthcare professionals without the necessity of giving up full-time responsibilities Key goals of the program are to continue to offer relevant and meaningful courses in order to offer superior academic preparation, build its Global Health program which allows students to apply the theory, knowledge, skills, and techniques obtained in the classroom in a global setting, and connect with the community through outreach events and alumni engagement. Professionals in the expanding healthcare industry face an environment that is changing dramatically and rapidly. In this competitive workplace, professionals seek ways to manage their organizations more effectively. The recent economic downturn has added additional challenges to both organizations, and individuals looking to respond effectively in this volatile climate. The UCLA Executive-Style Master of Public Health Program in Healthcare Management and Policy, offers mid-career managers, clinicians, and professionals affiliated with the healthcare industry with the tools needed to meet these challenges, whether in the private or public sectors of the healthcare community. Classes are conveniently scheduled on alternate weekends (Friday afternoons and evenings, and all day Saturdays) over two academic years. An applied field project and a comprehensive business plan are completed during the course of study, along with several other course related projects. The students (approximately 35) in each cohort follow the same rigorous course of study in management and healthcare. The curriculum is filled with current, applied information and cases relevant to real life situations. Professionals 4 P age

5 learn from world-class faculty in the UCLA School of Public Health and leading practitioners in the field. The EMPH program is housed within the UCLA School of Public Health, which has 200 faculty members (80 full-time), 700 students (500 masters level and 200 doctoral level), and 200 staff. Students at the UCLA School of Public Health receive state-of-the art public health training from distinguished experts in the field of public health (including nine members of the Institute of Medicine and three past presidents of the American Public Health Association) combined with practical, hands-on experience. The School's classrooms and laboratories are under the same roof as UCLA's world-renowned hospital and medical, dental, and nursing schools, and just steps away from the rest of the University providing abundant opportunities for multidisciplinary collaboration. In addition, the School's location in the most diverse county in the country provides a unique setting with unparalleled opportunities for research, teaching, and service. Below is the Executive Education Programs in Healthcare Management & Policy model, which includes the EMPH Program, Short Courses, Seminars, Distance Learning and the Healthcare Collaborative (HCC). Of all graduate programs offered in the United States, 75% are accredited. Regarding programs offered, 57% offer a Master of Health Administration, 13% offer a Master of Public Health, 13% offer a Master of Business Administration and 17% offer more than one of these degrees. 27 schools offered distance learning and 21 schools offered Executive Education. Only the University of North Carolina offered both Distance Learning and Executive Education. The top 5 P age

6 three schools in Health Services Administration are: 1) University of Michigan Ann Arbor, 2) University of North Carolina Chapel Hill, and 3) University of Pennsylvania Wharton. Type of Programs 60% 57% 50% 40% 30% 20% 13% 13% 17% 10% 0% MHA MPH MBA Combination Local competitors which offer Healthcare Executive Management graduate degree programs include the University of Southern California and the University of California, Irvine. Healthcare Executive Management Programs in Southern California UCLA EMPH School of Public Health 92 units 16 units/quarter 24 courses Biweekly (two days) Tuition: $22,000/yr USC EMHA Policy, Planning, Development 34 Units (24 req; 10 elect) 8 units/semester Biweekly (two days) Tuition: $26,000/yr UCI HCEMBA School of Business 92 units 12 units/quarter + SU Monthly (three days) Tuition: $47,425/yr 6 P age

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9 Marketing & Recruitment Strategy Since 2006, the UCLA EMPH Program has sought to deliver consistent messaging and branding to create awareness and support program recruitment goals, and to build its brand name nationwide. Prior to 2006, the program suffered from inconsistent branding due to the use of vague nomenclature. The "MPH-HP" moniker that was used to refer to the program in health management was the same as that used for a similar executive style program in the School's Department of Community Health Sciences. Moreover, the commonly-used full program name: the Master of Public Health for Health Professionals and Auxiliaries-did not accurately represent the market at which the program was aimed, including ancillary fields such as health law, biotechnology, marketing, human resources, insurance and more. In 2006, a concerted effort was made to brand the program appropriately, starting with the adoption of the name "Executive Master of Public Health Program in Healthcare Management and Policy." The new name differentiated the program from the School's other MPH-HP offerings, and also brought the program into compliance with the UC Policy on Self- Supporting Part-Time Graduate Professional Degree Programs. Great care was taken to emphasize that students would earn the MPH degree, but focused on the management, financial, business and policy aspects of healthcare. Through its branding, recruitment, and outreach efforts since 2006, the EMPH Program has created awareness and interest in not only its own program, but in other UCLA graduate programs as well. The marketing program includes both print and online media, radio, public relations, recruitment, community outreach, and alumni engagement. The goal of the marketing program is to enhance and increase the quality and diversity of students that apply to the program, with a special focus on reaching out to underrepresented communities. The advertising strategy targets publications in the Los Angeles and Southern California markets to create awareness and interest in the UCLA Executive-Style Master of Public Health Program in

10 Healthcare Management and Policy, in order to increase the early sign up of qualified applicants to the program. Advertising is intended to create continued awareness and recognition of the program, to help foster word of mouth advertising, and maintain first in mind visibility when potential students consider a fully employed master in public health program. The media strategy utilizes various channels to reach a broader region wide audience to create brand awareness for the UCLA Executive-Style Master of Public Health Program in Healthcare Management and Policy. This strategy is intended to improve the perceived value of the school and its programs by positively impacting the nationwide rankings conducted by organizations such as the Association of University Programs in Health Administration (AUPHA) and US News and World Report, as well as through effective media and public relations efforts. Over the past three years, marketing campaigns have become increasingly aggressive, necessitated by the competitive market place. There are increased threats for market share from local programs that offer on-site courses, such as the University of Southern California and UC Riverside, as well as from programs outside the region which offer distance learning, such as Columbia and the University of Michigan. UC Berkeley will be rolling out its distance learning program in As such, the advertising campaigns are bringing diminishing returns, with the current year class applications being much lower than in previous years. In order to remain competitive, the UCLA Executive-Style Master of Public Health Program in Healthcare Management and Policy program must expand its offerings to include distance learning to meet market demands for more flexibility in access to courses and a more integrated approach to curriculum which includes blended learning as part of its value proposition. Although the UCLA name has exceptional brand value, it is clear that potential students are very savvy at researching all their education options, and are choosing schools which offer convenient and accessible course offerings in addition to the brand name. Especially during the current economic downturn, when consumers are delaying purchases and are reluctant to spend overall, it is vital that UCLA s program innovate in order to capture back some of the market share it has lost. At this point, the program is behind its competitors in terms of its distance learning, and without building this important piece into the program, prospective student interest will continue to wane. 10 P age

11 Media channels have been targeted to optimize maximum exposure to potential students who already have their undergraduate degree and are currently working in the healthcare industry or a related field. Marketing efforts have focused on various segments including print and radio advertising targeting educated professionals in the greater Los Angeles area (Los Angeles, San Fernando Valley, Irvine, Orange County, San Diego), print ads in healthcare industry publications targeting healthcare professionals both nationwide and in the western region, and direct mailings to markets such as registered nurses in Southern California zip codes. Unique, targeted efforts have also included online advertising (western region) on the US News and World Report website, which coincided with the release of the graduate school rankings. Because the EMPH program was absent in the listing of schools ranked by program, this advertising effort was targeted at gaining a presence for the crucial audience of potential students who view the US News and World Report rankings in order to make their application decisions. Radio advertising on the local NPR stations (KCRW and KCSN) targeted educated, professional Angelenos who listen to NPR on their way to and from work. Ads were scheduled during the prime time morning and evening commute hours for maximum exposure. Branded license plate holders were another unique tool to provide ongoing messaging to the local community, and help alumni demonstrate their pride in the EMPH program, as well as facilitating word of mouth buzz for the program. These advertising and branding campaigns, in conjunction with outreach at hospitals such as Cedars-Sinai, and information sessions, have been key factors in building the Executive Master of Public Health s reputation in order to attract a diverse application pool of the best and the brightest students who are leaders in the healthcare industry. Over the past four years, the EMPH program has continued to implement innovative, targeted marketing techniques, based on the market data provided through competitive analyses, alumni surveys and focus groups, and careful assessment of program trends. Other changes have been required in response to decisions made by the UCLA School of Public Health in program recruitment and marketing. In response to these indicators, the EMPH program has used market segmentation and targeted messaging not only to raise awareness and interest in the program, but also to promote the UCLA School of Public Health. 11 P age

12 MARKETING & RECRUITMENT STRATEGIES BY YEAR NEW STRATEGIES IMPLEMENTED: Branding & Awareness/Logo Design Competitive Analysis & Program Differentiation/Messaging Marketing to Professional Schools Online Presence: Website Redesign Information Sessions: Program Office & On Site at Cedars Sinai NEW STRATEGIES IMPLMENTED: College Ranking Presence: US News & World Report Market Segmentation: Healthcare Professionals Direct Marketing/Mailing Tactics Industry Publications/Themed Messages NPR Radio Advertising NEW STRATEGIES IMPLEMENTED: Alumni Engagement/Program Affinity Enhanced Recruitment: Focus on JD's and PhD's Focus on Business Market: LA Business Journal/Wall Street Journal Increased Outreach at Industry Events: Cross Marketing CHS & Day Programs Industry Ranking Presence: Modern Healthcare By the Numbers NEW STRATEGIES IMPLEMENTED: Admissions/Recruitment Process by Health Services Staff Student/Faculty /Alumni Survey & Alumni Focus Group UCLA Global Health Week Industry Partnerships: Medical Tourism Conference Direct Mailings: Behavioral Medicine Professionals Campus Marketing: Daily Bruin Kiosks/Newspaper, UCI, USC Newspapers 12 P age

13 SAMPLING OF INNOVATIVE MARKETING & RECRUITMENT TECHNIQUES Public Health/UCLA EMPH License Plate Holders: License plate holders with the Public Health/UCLA EMPH branding are distributed to EMPH Alumni upon graduation, creating both affinity with the program, and continued branding & awareness in the community for the UCLA School of Public Health and the EMPH program. National Public Radio Ads: National Public Radio (NPR) ads were scheduled on KCRW and KCSN, at key times during the morning and evening commute hours, targeting the local market of educated professionals who are interested in issues that impact the public. 13 P age

14 Chico Re-Useable Shopping Bags: These trendy bags are distributed to prospective students and are then used multiple times, providing continuous branding for the UCLA School of Public Health, the Department of Health Services, and the EMPH program in the community, and tying into sustainability, a core theme for the business of public health. Included with the bag is a tag, which builds awareness for the importance of global health issues, as well as program branding. 14 P age

15 UCLA Global Health Week Conference: 2009 Implemented in 2009, this annual conference raises awareness and discussion around global health issues. In collaboration with the UCLA School of Public Health, the UCLA David Geffen School of Medicine, the UCLA Healthcare Collaborative, and the UCLA Anderson School of Management provides a forum for industry leaders to share their vision and upcoming challenges for the healthcare industry. 15 P age

16 Medical Tourism Conference Partnership and Outreach: The EMPH Program continues to build community partnerships and visibility through participation in healthcare specific conferences and events, including the Medical Tourism Conference. Sponsorship packages include advertising in publications, and important tabling opportunities which provide a forum for program staff to interact with attendees for both recruitment and program branding and awareness. Freestanding banners complement table displays and industry-related artwork and photos create affinity for the program s purpose. Outreach events are also opportunities to market both the day program and the CHS program, as staff representing EMPH are also knowledgeable about the broader spectrum of programs. 16 P age

17 US News and World Report Website: Online advertising on the US News and World Report website was placed to coincide with the release of the rankings for America s Best Graduate Schools. A clickable, roll out, banner ad targeted potential students interested in researching options for graduate education. The clickthrough page on the EMPH website included program information and a call to action for more information/brochure and an option to sign up for an information session. EMPH Website Target Page 17 P age

18 Targeted Direct Mailings: Each year, the EMPH program distributes direct mailings to specific target markets. Market segments include healthcare administrators, nurses, behavioral medicine professionals, and lawyers working in healthcare-related industries. The GRE requirement continues to be a barrier in attracting seasoned applicants to the program. For that reason, in , professionals holding JD and PhD degrees were specifically targeted, as they are not required to take the GRE. This recuitment effort was implemented to mitigate the impact of a reduced number of potential candidates due to the change in policy for waiving the GRE for other qualified candidates (those with extensive experience in the healthcare industry. 18 P age

19 Descriptions of the current media channels used and campaign reach are provided below Marketing Campaign Channels and Reach Media Channel Frequency/Media Type Audience/Target Reach (per ad) Los Angeles Business Journal Weekly/Print Los Angeles/ Business/ College Graduates Reach (campaign) 120,000 1,560,000 KCRW Daily/Radio Los Angeles/Educated Professionals 38,000 2,812,000 Modern Healthcare Weekly/Print Western Region/ Nationwide/ Leaders in the Medical Field Southern California Physician Monthly/Print Southern California/ Physicians 232,000 1,160,000 18,000 72,000 San Diego Physician Monthly/Print San Diego/Physicians 8,000 32,000 California Association of Quarterly/Print Statewide/Physician 5,000 15,000 Physician Groups (CAPG) Groups The Association of University Programs in Health Administration (AUPHA) Directory Annual/Print International/Healthcare Management Professionals Medical Tourism Magazine Monthly/Print International/ Healthcare Management Executives UCLA Career Guide Annual/Print UCLA Community/ Students, Alumni UC Irvine New University Weekly/Print UCI Community/ Students, Staff, Faculty UCLA Daily Bruin Daily/Print UCLA Community/ Students, Staff, Faculty USC Daily Trojan Daily/Print USC Community/ Students, Staff, Faculty UCLA Daily Bruin Kiosks Monthly/Outdoor UCLA Community/ Students, Staff, Faculty, Visitors 3,750 3, , ,000 11,000 11,000 8,000 16,000 10,000 40,000 9,000 36, ,000 3,000, P age

20 Summary With the economic downturn and threats from local and distance learning competitors, the UCLA Public Health and the Executive Master of Public Health program increased its marketing and recruitment efforts significantly to attract applicants and continue to build brand awareness. In addition, major efforts to outreach to the healthcare community and program alumni were initiated. Current students, program alumni and faculty were surveyed to obtain feedback on the program s value proposition and ideas for improvement. An alumni focus group was conducted to garner feedback and engage alumni in a dynamic way to create additional value for both current and future alumni. Advertising in local newspapers and trade publications was continued, including the Southern California edition of the Wall Street Journal. Radio ads on national public radio stations KCRW and KCSN was continued to build the EMPH presence as well as that of the UCLA School of Public Health & Department of Health Services. 20 P age

21 PRINT ADVERTISING 2009 LA Business Journal Healthcare CEO; post event publication highlighting speakers including UCLA Medical Center CEO Dr. David Feinberg California Association of Physician Groups; Targeted to physician groups; ad tied into themes of legislative issues and healthcare reform Modern Healthcare; Targeted to healthcare professionals; ad tied into theme of medical tourism UCLA Career Guide; Targeted to UCLA alumni looking to advance their careers 21 P age

22 PRINT ADVERTISING 2009 Southern California Physician; Targeted to physician groups; ad tied into theme of pay-for-performance Los Angeles Business Journal; Targeted to business and healthcare professionals; ad tied into theme of biotechnology California Association of Physician Groups; Targeted to physician groups; ad highlighted the importance of having the skills needed to understand this complex industry 22 P age

23 PRINT ADVERTISING 2009 Wall Street Journal Southern California edition; Los Angeles Times, Education and Business sections; Orange County Register; Targeted to Los Angeles and Orange County working professionals. Poster Campaign for Placement in the School of Public Health hallways; Targeted branding and awareness to healthcare professionals. Poster Campaign for Placement in the School of Public Health hallways; Targeted branding and awareness to healthcare professionals. 23 P age

24 ONLINE PRESENCE 2009 EMPH Website 2009; featuring homepage video testimonials; improved navigation and sign up button for information sessions and events Website Improvements include highlighting UCLA in the community through global health issues, tying into university-wide initiative of community engagement EMPHasis Online Newsletter connecting current students, alumni and program stakeholders Personal video interviews with faculty designed to capture the interest of prospective students and highlight quality of faculty 24 P age

25 RADIO ADVERTISING 2009 Santa Monica based National Public Radio KCRW; Targeted to business professionals in Los Angeles California State University Northridge KCSN; Targeted to students and business professionals in Los Angeles OUTREACH EVENTS 2009 HCC Global Health Week; designed to engage the greater UCLA community in the discussion about global health issues HCC - Healthcare Systems in Transition: Armenia; focused on educating the UCLA community on global health systems and student experiences in the UCLA Global Health Training Program 25 P age

26 OUTREACH EVENTS Annual World Medical Tourism and Global Health Congress; educates the world about where the best centers of medical excellence are located UCLA-USC Global Health Awareness Event; designed to encourage a collaborative effort in promoting Global Health issues Program Advertisement, 35th Annual Lester Breslow Distinguished Lecture 13 th Annual Healthcare Symposium at UCLA Healthcare Models to Prescription Bottles ; highlighting the new healthcare economy 26 P age

27 MEDIA 2009 UCLA Medicine Magazine Article ALUMNI ENGAGEMENT 2009 Featured Alumni Section of EMPH Website UC System Healthcare Management &Policy Survey 27 P age

28 INFORMATION SESSIONS 2009 Information Session Online Registration Form Brochure used in mailings to Nurses, PhDs Promotional Item Chico Bags Tag for Chico Bags Promotional Item Desk Puzzle 28 P age

29 Summary As the market became more competitive, the UCLA Executive-Style Master of Public Health Program in Healthcare Management and Policy increased the intensity of its marketing efforts. The program used media and public relations opportunities to provide recognition for alumni, as well as the program. Michelle Bholat, a graduate from the EMPH inaugural class and the Advisory Board Chair, was nominated for and received the Los Angeles Business Journal s Rising Star of the year award. Print advertising was placed in the UC Irvine newspaper, in conjunction with a Healthcare Collaborative Medical Tourism event hosted at the campus. Print and online advertising was also placed in Modern Healthcare magazine to coincide with the By the Numbers rankings. In addition, ads were placed in healthcare trade publications including California Association of Physician Groups and Association of University Programs in Health Administration to build brand identity within the healthcare community.

30 PRINT ADVERTISING 2008 University of California Irvine Campus Newspaper University of California Irvine Campus Newspaper California Association of Physician Groups; Targeted to physician groups.

31 PRINT ADVERTISING 2008 Association of University Programs in Health Administration; San Diego Physician; Targeted to Health Care Professionals Community Clinic Association of Los Angeles County; Targeted to Health Care Professionals Modern Healthcare Magazine; Targeted to Healthcare Professionals Modern Healthcare By the Numbers ; Targeted to Healthcare Professionals 31 P age

32 PRINT ADVERTISING 2008 Los Angeles Business Journal; Targeted to Business Professionals in the Los Angeles Region California Attorney; Targeted to attorneys in Southern California Region UCI Campus Newspaper; Coincided with HCC Event Advertising; Targeted to UCI campus students/staff 32 P age

33 ONLINE ADVERTISING 2008 Modern Healthcare Website Flash ad; Targeted to Healthcare Professionals RADIO ADVERTISING 2008 Santa Monica based National Public Radio KCRW; Targeted to business professionals in Los Angeles California State University Northridge KCSN; Targeted to students and business professionals in Los Angeles 33 P age

34 OUTREACH EVENTS 2008 Healthcare Collaborative Medical Product Recall Event HCC On the Road to Sustainable Pediatric Care: Vietnam Healthcare Collaborative UCI Medical Tourism Event Community Clinic Association of Los Angeles County event program saluting EMPH program alumni working in the public sector 34 P age

35 MEDIA 2008 Los Angeles Business Journal Promotion for Michelle Bholat, winner of LABJ Rising Star Award Article in Los Angeles Business Journal INFORMATION SESSIONS/TABLING 2008 Prospective Student FAQ Online Tabling at Recruitment Events 35 P age

36 Summary The primary marketing goal for 2007 was to develop and implement a marketing strategy to create brand awareness of UCLA Public Health and the Executive Master of Public Health program in order to improve the student candidate pool for the current and upcoming academic years. A new visual identity was created for the program, and a branding campaign was rolled out, including a new website, print advertising in local publications and trade magazine, and ads on National Public Radio (KCRW and KCSN). The program also placed an ad on the US News and World Report website to coincide with the graduate school rankings release. Information sessions were conducted as well as outreach sessions at Amgen and Cedars-Sinai Medical Center. Community engagement was fostered through the Healthcare Collaborative events, and Alumni engagement was initiated with networking events. 36 P age

37 PRINT ADVERTISING 2007 Southern California Physician Magazine; Targeted to physicians in the Southern California region. Los Angeles Times; Targeted to business professionals in the Los Angeles region. Trifold Brochure used for mailings Program Poster used for on site advertising 37 P age

38 ONLINE ADVERTISING/PRESENCE 2007 US News and World Report Website Ad; Targeted to potential students researching college rankings EMPH Website 2007 RADIO ADVERTISING 2007 Santa Monica based National Public Radio KCRW; Targeted to business professionals in Los Angeles California State University Northridge KCSN; Targeted to students and business professionals in Los Angeles 38 P age

39 OUTREACH EVENTS 2007 Healthcare Collaborative Event Flyer Program ad acknowledging Thomas Priselac on being named National Health Care Leader Healthcare Collaborative Poster Ruth & Milton Roemer Health Systems Review 39 P age

40 BRANDING/IDENTITY Logo Design 2007 Tablecloth with visual Identity used for Outreach ALUMNI ENGAGEMENT 2007 Career & Networking Events Flyer HSAA Ad Congratulating the EMPH Class of P age

41 INFORMATION SESSIONS/TABLING 2007 Information Session Flyer Tabling at Recruitment Events Promotional Items Event Signage 41 P age

42 APPENDIX KCRW Radio Ad ( ) SUPPORT COMES FROM UCLA SCHOOL OF PUBLIC HEALTH. FROM LOCAL TO GLOBAL, FROM WALL STREET TO MAIN STREET, HEALTHCARE MANAGEMENT AND POLICY ARE MORE THAN JUST HOT TOPICS. DESIGNED FOR WORKING PROFESSIONALS, THE UCLA EXECUTIVE MASTER OF PUBLIC HEALTH PROGRAM IN HEALTHCARE MANAGEMENT AND POLICY PROVIDES THE SKILL SETS YOU NEED FOR WISE POLICY, SOUND MANAGEMENT, AND INFORMED ADVOCACY. INFORMATION AT OR E-M-P-H-DOT-UCLA-DOT-EDU KCRW Radio Ad Global Health Week Promotion (October 2009) SUPPORT COMES FROM UCLA SCHOOL OF PUBLIC HEALTH. THE GLOBALIZATION OF HEALTHCARE IS ONE OF THE MAJOR CHALLENGES OF OUR TIME. THE UCLA EXECUTIVE MASTER OF PUBLIC HEALTH PROGRAM IN HEALTHCARE MANAGEMENT AND POLICY INVITES YOU TO ATTEND GLOBAL HEALTH WEEK AT UCLA, OCTOBER 20TH, 21ST AND 22ND, AT 6:30PM. FIND YOUR PLACE IN THE GLOBAL HEALTH MARKET. INFORMATION AT OR E-M-P-H-DOT-UCLA-DOT-EDU KCRW and KSUN Radio Ad ( ) Support for KCRW comes from UCLA School of Public Health. The business of healthcare is unlike any other business. Mastering it is a matter of degree. The UCLA Executive Master of Public Health PROGRAM in healthcare management and policy provides you with the skills NEEDED to negotiate the rapidly changing healthcare landscape. Classes scheduled for the working professional. For more information, call or to attend an info session, visit emph dot ucla dot edu < > KCRW and KSUN Radio Ad (2007) The business of healthcare is unlike any other business. Mastering it is a matter of degree. The UCLA Executive Master of Public Health in healthcare management and policy provides you with the skills you need to negotiate the rapidly changing healthcare landscape. Classes conveniently scheduled every other weekend for the working professional. For more information, visit our website at or call (310) P age

43 Los Angeles Business Journal Article San Fernando Valley published September 14, 2009 HEALTHCARE MANAGEMENT AND LEADERSHIP TRAINING Meeting the Needs of a Rapidly Changing Healthcare Landscape As the national economy struggles to recover from some of the worst unemployment statistics in decades, the healthcare field is frequently cited as one of the anticipated bright spots for potential employment growth. Healthcare spending, which already accounts for about onesixth of the nation s GDP, is expected to rise sharply in the coming years as the baby boom generation retires. The stresses of rapid growth are already evident in some sectors of the healthcare workforce, with the current acute shortage of nurses being a prime example. Moreover, the sheer growth and rate of innovation in the healthcare industry is driving the demand for a workforce with increasingly specialized skills, not only on the front lines of healthcare delivery, but also in the ancillary fields including biotechnology and pharma. The growth and diversification of the healthcare enterprise is also sparking a critical shortage of adequately trained individuals in business enterprise, management and leadership of healthcare organizations. Beyond a doubt, the rapid changes in the organization and financing of healthcare are dramatically transforming the understanding and skill sets required of people who manage and lead these institutions. Yet the need for executive training and education specific to healthcare management is only just being recognized. The U.S. Department of Labor reports an alarming shortage of seniorlevel management professionals in the healthcare industry, and projects this situation to worsen as the population ages and the industry itself continues to diversify. Executive training in healthcare management is no longer just an adjunct to a traditional business degree, but a comprehensive approach to understanding, and mastering, the dynamic industry that healthcare is today. Fred Hagigi, DrPH, MBA Director, Executive Education Programs in Healthcare Management & Policy UCLA What makes healthcare leadership so critical today? First and foremost is the sheer enormity and complexity of the business of healthcare today a multi-trillion dollar enterprise, spanning international borders, and growing faster than almost any other segment of the global economy. Effecting overall change in the system is enormously difficult, as witnessed by the current titanic struggles over reform of the U.S. healthcare financing system. 43 P age

44 Second is the importance of the product. Health is not just another consumer good, but is a critically-important social good as well. Where management shortcomings in the American automotive industry have doubtless had serious economic consequences for millions of American workers, a similar failure to meet the challenges of a changing healthcare arena would have far more devastating ramifications for both the national and global economies. Globalization of both healthcare threats and opportunities is also placing a premium on knowledgeable and nimble leadership. In healthcare, local is global, from the dangers posed by emerging diseases such as the H1N1 virus, avian flu and SARS, to healthcare delivery that now encompasses growing immigrant care, medical tourism, and a flourishing global trade in medical technologies, drugs, skilled workforces and information technology. For professionals engaged in healthcare-related sectors in Southern California, there are a growing list of options to master and expand these vital leadership skills. UCLA, USC, and UC Irvine provide executive style masters degrees in healthcare management and leadership. Each program offers its own unique curriculum and school base, providing a range of options for different educational focuses. The Healthcare Executive MBA (HCEMBA) at UC Irvine is housed in the School of Business, the Executive Master of Health Administration (EMHA) at USC is housed in the School of Policy, Planning and Development, and the Executive Master of Public Health in Healthcare Management and Policy (EMPH) at UCLA is housed in the School of Public Health. Due to its home base at the School of Public Health, the UCLA program incorporates population-based and public health in its curriculum. Leadership is about coping with change. Part of the reason it has become so important in recent years is that the business world has become more competitive and more volatile. More change always demands more leadership. John Kotter, Harvard Professor In today s healthcare environment, Kotter s statement is even more applicable. Academic institutions bear the responsibility for building leadership capacity in the healthcare industry, including leadership for governmental, for profit, and not for profit organizations. They should instill the value for public/private partnership as they train future healthcare leaders for the local, national and international healthcare arena. The range of educational options and innovative approaches in leadership training provides ample opportunity for an individual to enhance his or her career in this expanding industry. 44 P age

45 Los Angeles Business Journal Article published March 19, 2007 HEALTHCARE MANAGEMENT AND LEADERSHIP TRAINING Skills to Navigate the Rapidly Changing Healthcare Landscape There is no shortage of healthcare related news these days. Particularly, in Southern California, one gets a daily dosage of healthcare-related media coverage. The issues include financial and operational pitfalls in public and private organizations. Headlines include bankruptcies of HMOs, MSOs, and Medical groups, and financial difficulties of the County Health Departments. The increasing number of uninsured and how to address their healthcare needs is a frequently covered topic. The recent double digit increase in insurance premiums, along with the potential softening of the economy, will cause even more families, including those with part time and full time employment, to join the ranks of the uninsured. While the healthcare related sector captures percent of the GDP, it is estimated to rise to 20 percent by the next decade. The employment and total healthcare expenditure will continue to rise along with the aging baby boomers and with a simultaneous increase in average life expectancy of the general population. There are already signs of a shortage of professionals in various segments of the industry. The nursing shortage is a prime example. The shortage, however, is not limited to nurses and other health professionals on the front line of health care delivery. There is also a shortage of adequately trained individuals in business enterprise, support and leadership in healthcare organizations. Recognizing this vital link between the clinical and administrative parts of healthcare management, various national efforts have been initiated and are supported by government, academic institutions and private enterprises. One of these efforts has been through the Robert Wood Johnson Foundation in conjunction with the National Center for Healthcare Leadership and their corporate sponsors. Leadership in healthcare provider organizations has to respond to the constantly changing landscape of the healthcare sector. Fred Hagigi, DrPH, MBA, Director of the UCLA Executive Education Programs in Healthcare Management and Policy Los Angeles is an ideal environment to develop future healthcare leadership for California, and indeed for the nation. Many of the health system changes in public and private settings that are currently sweeping the country have their origins in Southern California. Moreover, Los Angeles is the most culturally and ethnically diverse county in the nation and provides fertile training for the multiple of education highlighted in various leadership conferences. 45 P age

46 To create maximum impact on the health status of a community, the leadership training must focus on cultural competencies and population-based healthcare management in addition to the traditional skill-based financial and management education. Fred Hagigi, UCLA For professionals engaged in the healthcare-related sector in Southern California, there are several options to master and expand these vital leadership skills. Southern California universities including UCLA, USC, and UC Irvine provide executive style masters degrees in healthcare management and leadership. Each program offers its own unique curriculum and school base, providing a range of options for different educational focuses. The Healthcare Executive MBA (HCEMBA) at UC Irvine is housed in the School of Business, the Executive Master of Health Administration (EMHA) at USC is housed in the School of Policy, Planning and Development, and the Executive Master of Public Health in Healthcare Management and Policy (EMPH) at UCLA is housed in the School of Public Health. Due to its home base at the School of Public Health, the UCLA program incorporates population-based and public health in its curriculum. Leadership is about coping with change. Part of the reason it has become so important in recent years is that the business world has become more competitive and more volatile. More change always demands more leadership. John Kotter, Harvard Professor In today s healthcare environment, Kotter s statement is even more applicable. Academic institutions bear the responsibility for building leadership capacity in the healthcare industry, including leadership for governmental, for profit, and not for profit organizations. They should instill the value for public/private partnership as they train future healthcare leaders for the local, national and international healthcare arena. The range of educational options and innovative approaches in leadership training provides ample opportunity for an individual to enhance his or her career in this expanding industry. 46 P age

47 ADVERTISING SAMPLES Global Health Week at UCLA: October 20-22, 2009 Advertising in UCLA Daily Bruin, USC Daily Trojan, UCI New University Newspapers 47 P age

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53 CAPG Magazine Winter 2009 Issue 53 P age

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60 Los Angeles Business Journal Book of Lists November 2009 (placement next to Best Hospitals list) 60 P age

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64 Modern Healthcare Magazine December 2009 By the Numbers Issue 64 P age

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66 San Diego Physician Magazine December 2009 Issue on the Joy of Being a Doctor 66 P age

67 San Diego Physician Magazine Spring 2008 Issue on Pay for Performance 67 P age

68 Community Clinic Association Los Angeles County Winter 2009 Publication Ad 68 P age

69 Health Services Alumni Association Spring Event Program Ad 69 P age

70 Samuel Tibbitts Distinguished Lecture Fall 2009 Event Poster 70 P age

71 UCLA Healthcare Symposium January Program & Event Artwork 71 P age

72 Global Health Training/EMPH Event October2009 Transforming Healthcare Systems/Philippines 72 P age

73 School of Public Health 2008 In-School Promotion Advantage EMPH 73 P age

74 School of Public Health 2009 In-School Promotion Global Health/Advantage EMPH 74 P age